Study On The Trademark Protection And Operation Strategy Of SANY In The Internationalization Process

Currently, as a representative to the international trademark brands in the world economy is already strong and dominant economy, the market share of the Pareto rule emerged. The case of Benz suing SANY at High Court in London once attracting the attention of British businessmen and politicians, has become a model for domestic intellectual property cases. Therefore, enterprises, meaning that the trademark is not simply to get more is to fully explore the value of the trademark of the intangible assets, improve economic efficiency and wealth creation. Not only that, the international trademark has become a strong support for the country's overall economy.This paper is based on the case of Benz suing SANY, from the scope of trademark protection from international treaties and the identified factors in the case, focusing on examining the corporate trademark strategy of the internationalization process, and is divided into two parts: the first part is the trademark protection strategy of the internationalization process, which discussed from counterfeiting of trademark protection, trademark protection, and parallel imports registered trademark, respectively. The second part is the trademark operating strategy of the internationalization process, which discussed trademark operating strategy from the internationalization of enterprises registered trademarks, the license to use, transfer and integrated operation, respectively. The main conclusions are: on the international registered trademark, it is necessary to timely registration, the second is to develop a registered plan; the permission to use the trademark, it is necessary to improve the trademark license contract filing system, the second is to establish a trademark license contract public system, third is to improve the joint venture trademark licensing system; on the transfer of the trademark, it is necessary to clarify the relationship trademark transfer contract and trademark transfer; the second is to clear the trademark transfer of approved standards; third is to improve the national trademark transfer system; the integrated operations trademarks, it is necessary to deploy a large number of word marks, the second is to be referred to the industrial Union, registered trademarks, product names mainstream, the main technical name, etc. the third is to use complex trademark use license contract specifications and formats for commercial promotion.